FUH NOODLE HOUSE

A collaborative project between Omar Ibrahim and Michael Kubota 

The two of us have a love for food and we frequently go out to eat at pho restaurants. One thing that most pho restaurants have in common is that they have terrible branding. Some restaurants literally are just named something like Pho 54 (there is no reasoning behind the numbering other than the fact that Pho 53 was already taken). These establishments have no identity, style, or personality. What’s worse about pho restaurants is that they are not welcoming to the uninitiated. We set out to solve all these issues. We wanted to create a trendy, nice looking pho restaurant that appealed to the casual American consumer. Pho is a Vietnamese dish, so it’s understandable that most Americans don’t know much about it. We aimed to make our branding friendly and welcoming. We streamlined the established pho restaurant model to make it more easily understandable and accessible, and by doing so, hope to reach a wider audience than traditional pho restaurants.